In a content co-creation first, the Rugby Football Union (RFU), JCDecaux and Chesham Rugby Club have teamed up to promote the grassroots game and FINDRUGBY.COM across JCDecaux’s digital screens nationwide. FINDRUGBY.COM is a portal that enables the public to locate their nearest local rugby club.
Thirty-five members of Chesham Rugby Club were chosen to become the stars of digital screens in retail, roadside and rail locations across the UK from September 1, 2015 for a month. Photographed and interviewed on the pitch at Chesham Rugby Club, in Chesham, Buckinghamshire, the feature puts the players’ love of the game centre-stage, featuring quotes about why they play and the importance that rugby plays in their lives.
Nic Fletcher, Head of Marketing at the RFU told us “Rugby union’s a game for everyone: men, women, boys, girls – thinkers, sprinters – veterans, youngsters. It’s a family sport and a really social game – put your name down on FINDRUGBY.COM and join the rugby family!”
Janet Guest, Editorial Director at JCDecaux added “In such a big year for rugby, everyone is going to be talking about the sport – wanting to watch it and wanting to play it and so this content co-creation with the RFU was the perfect fit. Our national digital channel will capture the passion of the grassroots’ game and lets our audience of millions know how they can find their own local club. Chesham were chosen to star in this campaign for their strong family atmosphere and inclusive attitude. It spoke volumes that the whole club turned out to volunteer for the photoshoots, from the tiniest kids through to teens and twenty-somethings right through to veterans.”
Andy Deane from Chesham Rugby Club said, “We still can’t quite believe that our club is going to be as famous as some of the biggest international teams when we go live on JCDecaux’s screens this September. We were delighted to take part in this editorial feature as it showcases what’s really special about our club – the people, the passion for the game and the friendliness. We’re busy fundraising for our new clubhouse so we’re hoping that people locally will be inspired to join us – and we’re delighted to be helping other clubs across the UK increase their membership too.“
The campaign features Chesham Stags’ Head Coach Rocky Clark and Backs Coach Kat Merchant both World Champions for England Women in 2014. The youngest player to appear is Alex aged (7) and oldest almost 50. The line-up includes two sets of young brothers, a primary school teacher, a supermarket manager, students, engineers, financial sector workers, school children and a tightknit group of teenage girls, all with friendships forged off and on the pitch.
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